From PaidContent.org- full story here
1 Out Of Every 12 Magazine Ad Pages Now Contains An Action Code
Mobile action codes—including 2D barcodes, QR codes, Microsoft (NSDQ: MSFT)
Tags and watermarks—became much more prevalent in the top 100 U.S.
magazines in 2011, increasing 439 percent from 352 codes in Q1 to 1,899
codes in Q4.
Mobile marketing and technology company Nellymoser creates
these types of ads for magazines and conducted the research, so the
company obviously has skin in this game, but its findings are
interesting for showing how marketers are changing the ways they use
these action codes. (The report doesn’t focus on how well action codes
are actually, you know, spurring action but I’ve asked for some
follow-up data.) Some findings:
—Mobile action codes are much more likely to be used in ads than in
editorial content—the ratio of advertising codes to editorial codes was
25:1 by December 2011. Editorial codes were primarily used to run
sweepstakes.
—Most action codes were used to showcase a video (54 percent), often a
video created specifically for mobile use. 30 percent were used for
data capture and list building, especially sweepstakes. “While sweeps
can be run with one action code, there is a growing trend towards
sweepstakes that span an entire publication with multiple advertisers
and editorial sections participating, each with its own code,” the
report says.
—Nearly 40 percent of codes were created by the beauty, home and
fashion industries and the codes were especially likely to appear in
women’s magazines.
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